OK Folks, Another Facebook/Twitter Thread

Well, still in pursuit of a job outside this biz. And, one of the requirements for a job I'm pursuing is to "create a social media strategy."
I'll be specific, I'm applying for a gig at a college conference. So, that said, how should a conference use Facebook? What aps? What would you (as media) want to see? And what would fans want?

I'm thinking polls, discussions, video packages, etc.

Anything else?

There are 500 million users out there, and that includes alumni from schools in this small conference. How do you connect?

Is the conference using Facebook and Twitter already? That might help answer your questions.

Quite possibly, this conference (like a lot of employers) knows that people are on Facebook and Twitter, but it has no idea how to get started. Any strategy is going to rely on whom you want to connect with. Is the audience:

Here's the problem: What the media want and what fans want aren't the same thing. As a reporter, if I get a thousand press releases (or things of the similar ilk) shoved down my throat, it just pisses me off. Die-hard fans won't be able to get enough of that stuff.

I would think you would not want to put those two groups together when making your proposals.

Other than that, as one who uses neither outlet very frequently or effectively, I've got nothing.

You need to go to advertising age or someplace and order some white papers. See what the agencies do for their major clients. And remember, the worst thing that can happen isn't someone saying something bad, it's people not saying anything at all.